What is the Normal Level of Discrepancy Between Google Analytics and Google Ads Reporting?

Expect to see some difference between the reporting in Google Analytics vs Google Ads.

Gillian avatar
Written by Gillian
Updated over a week ago

The expected normal level of discrepancy is closer to 20-30%.

It is normal to see a disparity between goals/transactions ascribed to Google Ads campaigns in Google Analytics and those same goals/transactions imported into Google Ads due to the various differences in attribution and counting on those two platforms.

This Google support article does a splendid job of clarifying the common drivers of this disparity (attribution, time of transformation, etc).

Did this answer your question?